Filmed in 1994, Michel Gondry's ad for Levi's Drugstore is his most celebrated. It is in the Guinness Book of World Records as the most award-winning commercial ever, having won the Lion D'Or at Cannes, a gold and Grand Clio, three silvers at the D&AD Awards, and best campaign at the British Television Advertising Awards.
The ad takes place during the American Depression and mimics the films of that silent era. A young man goes to a drugstore to purchase some latex condoms from the store's pharmacist and is glared at by those around him. Later that night he approaches the house of his date. He opens the door and is greeted by the same pharmacist, to both gentlemen's surprise. But the girl has made her choice.
There are two versions of the commercial: the original 'boy version' and a rarely-seen 'girl version' in which the main roles are swapped. The 'boy version' is on Gondry's Directors Label DVD.
